What changes are on the way for APEX in 2026, and why are you introducing them?
We’re doing several new things. Firstly, our APEX Tech event [January 27-28 in Los Angeles] will have a number of CEO keynotes for the first time.
It’s because the technology changes are so advanced at this point – with AI and what we have forthcoming with individualised content for consumers. It’s really increasing the revenue for each average traveller across every one of our airlines.
It’s an important discussion, going all the way to the C-level. Going from the C-level to the technical level is a great step.
Our 2025 Content Market [February 11-12 in Dubai] had a net promoter score in the 80s, which is unheard of in the events business. We’re again having it in Dubai in 2026, and we’re doing it even bigger than before.
We had a record number of airlines in 2025. Airline demand exceeded our planned one-to-one meeting capacity. Not all airlines could initially be accommodated in individual meeting slots, so we created additional optional sessions. It’s a wonderful problem to have.
We’ll have our EMEA event in June [June 9-11 in Dublin]. If you look at ancillary revenue and what it delivers to our airlines, it’s becoming a bigger and bigger driver. It increasingly differentiates airlines with stronger profitability performance from those still working to unlock that value.
Most importantly, for the first time in a decade, APEX is taking its APEX Global EXPO from Southern California, where we’ve called home for many years. We’re now going to Singapore again [November 18-19] because of the growth occurring in Asia, the Middle East and the South Pacific.
You’re expecting big things in Singapore in 2026. What kind of numbers can we anticipate?
We have well over 3,000 attendees and over 100 airlines, which we have done consistently when we brought our global show together. And then on the airport front, I think we’ll finally be just under 100 airports in attendance.
That’s the perfect combination, because at the past APEX Global EXPO we had the best airline-to-supplier ratio in the industry. For every two suppliers, there was one airline. That’s the type of ratio we love to hit. It delivers so much value.
Are you concerned that splitting the IFSA and APEX shows might make it slightly difficult for the airlines to combine the two ?
Only to the extent that IFSA has had its most successful years in the past two years. If you look at IFSA, originally it was the In-Flight Services Association. Many years ago, we changed it to the International Flight Services Association.
I really believe what we’re building up here in Singapore, with a whole new base that’s in Asia, is the right thing to build up a mega show. It’s genuinely covering the entire world.
We will have food and beverage providers, and we will have thought leaders. We will have all the companies under one roof. In addition, FTE Global, which has always been Future Travel Experience’s largest show, is co-locating with IFSA.
The reason why I think that’s so important is because the transformation that’s going on right now, that’s changing food and beverage onboard airlines, is a digital transformation.
Right now, 30% of our food is wasted. By combining digital touches and allowing passengers to choose what they’re going to eat by ordering in advance, you can reduce that to 20% or 10%. You can genuinely change the world in more ways than one.
I think it’s the perfect mix for the year ahead. We’re going to listen to our members – our exhibitors, our airlines, our airports – and determine what we do in 2027. We’ll begin making the decision by Q1 of next year.
I would say that there’s a group that’s extremely excited about being in Dallas, where two of the four largest airlines in the US call home. One of the most innovative airlines, JSX, also calls it home. Scott Kirby, the CEO of United Airlines, calls Dallas home as well.
All we need to do is bring some folks from Delta back to their former hub and then have our friends from Alaska, and a few other airlines, and we have the best party in the universe. It’s great for North America and I believe that from a global perspective, it’ll be perfect.
I really believe that APEX, IFSA and Future Travel Experience have proven that the airlines that invest in their customer experience are the ones that are the most profitable. The ones that invest in ancillary revenue capture are the ones that are thriving. I believe that’s why our attendance and our revenues keep hitting record levels.
